AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale.

The exec whose company powers the so-called Pangea Alliance says such comings together, once considered rare in the cut-throat world of media, are beneficial.

“(In advertising), there’s always been that trade-off between scale and quality,” Rubicon Project marketplace development SVP Jay Sears tells Beet.TV. “Publishers are seeing Google and Facebook with the ability to provide that scale. With cooperative arrangements, they can do the same thing.

“By coming together, this group of media owners has created a global footprint of 110m monthly uniques that’s pretty significant in an environment that denotes quality.

“The phenomenon of the cooperative is something we’ve seen quite a bit of. You can see La Place in France, the Czech Publisher Exchange in the Czech Republic, the Danish Publisher Network in Denmark.”

These networks along with the Pangea are powered with technology from the Rubicon Project.

Sears was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.